Netflix Inc. took a further step to join the television establishment on Wednesday when it presented three new programs it plans for the months ahead to the semi-annual gathering of television press.

The three programs include the comedy “Derek,” focused on a nursing home and starring the comedian Ricky Gervais, the supernatural thriller “Hemlock Grove,” and a reboot of the former Fox comedy “Arrested Development.” (Netflix tweeted that “Arrested Development” will feature 14 episodes and will be released in May.) Netflix didn’t present its most anticipated show “House of Cards” which debuts on February 1.

The appearance at the Television Critics Association gathering, where TV producers and talent pitch their shows for the upcoming season, was the first for Netflix. It comes at a critical moment for Netflix and its bet that original programming will help define it. It also spotlights the intensifying battle for dominance on the web with the other streaming online services, such as Amazon Inc and Hulu Inc.

To win viewers, Netflix and the other services have begun pouring money into a pricey array of more original content.

“For better or worse, I grew up in front of a TV,” Mr. Sarandos went on, reading from notes. “I think that TV matters.”

He added that Netflix was “leading next the great wave of change — not to destroy [television] but to evolve it.” Mr. Sarandos dismissed what he referred to as “scorched earth” characterizations about how Netflix is disrupting the traditional TV model.

As a new generation loses touch with linear television and becomes more accustomed to on-demand and streaming services, “the challenge for the media industry is to figure out how to monetize it,” he said on the sidelines of the conference.

Earlier this week Netflix struck a deal to carry Warner Bros.-produced TV shows a few months after airing, including the post apocalyptic drama “Revolution,” a ratings hit for Comcast Corp.'s NBC.

Meanwhile, rivals such Amazon are also stepping up their spending. In December, it announcement that it had approved pilots for six original series.